The Department for Energy Security and Net Zero (DESNZ), is championing a cleaner, warmer future with a new campaign designed to drive take up of its Boiler Upgrade Scheme.

Devised in partnership with creative agency M&C Saatchi, ‘Feel All Warm and Fuzzy Inside’ will aim to increase heat pump adoption and applications for the scheme, which offers a £7,500 grant to help homes upgrade to a heat pump.

Centred around a 30-second stop-motion spot directed by Adeena Grubb and Andy Biddle at Blinkink, the work will look to engage with homeowners in England and Wales who are eligible for the grant and it showcases the benefits of taking it up.

“Our research gave us two great insights about heat pump owners. They are overwhelmingly happy with their heat pump and want to talk about them,” said James Sorene, DESNZ director of comms.

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“This campaign brilliantly captures that feel good factor and the urge to share it. By bringing the benefits of heat pumps to life, this campaign will encourage many more people to get one.”

Running across TV, video-on-demand, out-of-home, radio, digital, social media and direct mail channels, media planning was handled by Mindshare and buying by Omnigov. Strategic partnerships were supported by 23red.

M&C Saatchi UK group CEO, Jo Bacon said: “This campaign is the latest example of our work in the sustainability space, transforming a technological upgrade into an opportunity for people to make a positive impact on both their lives and our planet. We’re proud to be at the forefront of creative solutions that drive real change.”